Dr. Manfred Schwaiger

Dr. Manfred Schwaiger

University Professor of Business Administration and Dean of Studies at the Munich School of Management, Ludwig-Maximilians-University of Munich, and Head of the Institute of Market-based Management

Manfred Schwaiger is full professor of business administration, head of the Institute of Market-Based Management (IMM), and Dean of Studies at the Munich School of Management within Ludwig-Maximilians-University in Munich (LMU), for which he has been serving as a dean from 2003-2005. He earned his Ph.D. (1993) and his post-doctoral degree (“Habilitation”, 1998) from Augsburg University.

Manfred Schwaiger is the Academic Director of the “MSc in Management – European Triple Degree”, a multi-degree program offered by LMU in cooperation with École de Management Lyon (France) and Lancaster University (UK). He has been serving as a consultant to several blue chip companies in Germany and the US in the fields of new product development, strategic management and trust building. Besides this he has been serving as a member of the Advisory Board to RealEstate and consulting firms.

His main research interests cover the management of intangible assets (esp. reputation and trust), return on marketing, consumer behavior, corporate communications, and market & trend research. His academic work has been published in leading journals in the field (e.g. Strategic Management Journal, Journal of the Academy of Marketing Science), and has been awarded with a number of best paper awards. Manfred Schwaiger has been a member of the Board of Directors of the German Academic Association for Business Research (VHB), and he still serves as a member of the International Advisory Board of EMLyon, Grande École. Moreover, he is editorial review board member of the Journal for Public Policy and Marketing, the Journal of Advertising, and the International Journal of Advertising.